The Sawedeg Sisters on Jewelry, Heritage, and the Heart of Kamushki
- Nada Armanious
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Born into a world of movement, meaning, and multiculturalism, sisters Mariam, Dania, and Alla Sawedeg are the trio behind Kamushki—a jewelry brand that embodies tradition, personal storytelling, sentiment, and contemporary edge. Raised between Zurich, Tripoli, and Dubai, with roots deeply grounded in Libyan heritage, the sisters bring their distinct experiences and strengths into one disruptive vision. From Mariam’s design background at GIA, to Dania’s media expertise, and Alla’s marketing and creative strategy, Kamushki is a heartfelt narrative told through gold and gemstones. In this conversation, the sisters reflect on the symbols that shaped their signature aesthetic, how culture guides their creative process, and why jewelry, for them, is far more than adornment—it’s a legacy.
Photo provided by Kamushki
Your journey spans Zurich, Dubai, Tripoli, and London. How would you say your multicultural upbringing shaped the identity and spirit of Kamushki?
Dania: Growing up abroad definitely shaped our designs. We were exposed to a rich tapestry of cultures and had the privilege of living in cosmopolitan cities, yet we remained deeply rooted and connected to Libya. Our mission is to genuinely educate our community about our heritage through our work. I believe our designs carry a sense of depth—they stay on trend while adding that special touch of culture, tradition and spirituality. We are naturally drawn to diverse heritages and customs, which is why we wanted Kamushki to embody that richness and authenticity.
Mariam, how did your studies at GIA influence your approach to jewelry design, and how do you translate personal stories into your creations?
I have always been drawn to jewelry, and it’s something I’ve been collecting from a young age. I became truly curious and wanted to expand my understanding of the attention to detail involved in jewelry design. That is when I decided to study it before we launched the brand with my sisters.
Each piece in our collection tells a story; I create based on experiences and interactions. It always starts with one key design. For example, with the wishbone, we loved our traditional gold from Libya, and there was always a fish, which in our culture is believed to ward off the evil eye. I began with the pendant and then expanded the collection from there.
When it came to the Ayat al-Kursi, I was very drawn to vintage frames and wanted to connect spirituality. The verse holds powerful significance, and that inspired me to design a frame that would give the pendant a rich, meaningful value.
Dania, with your background in media and communications, how do you keep Kamushki relevant in a fast-evolving fashion landscape?
Dania: I see myself as an octopus at heart—I love juggling different roles and exploring various interests. I’ve always been passionate about communication and storytelling, and my background in media and communications really helps me keep Kamushki relevant in this fast-evolving fashion landscape.
Currently, I’m balancing both Kamushki and working at an agency, which gives me a fresh perspective on how stories are told and how brands connect with their audience.
Working with multiple brands and understanding their core values and ethos broadens my horizons and inspires new ideas for Kamushki. At the end of the day, it’s all about relationships, and I believe that my background has helped me create a genuine Kamushki girls’ community. Staying attuned to trends and how they’re shifting allows us to stay fresh and innovative. We love doing spontaneous drops, and I take pride in crafting stories behind each collection and inspiration—those narratives really resonate with our community and keep Kamushki feeling authentic and alive.
Photo provided by Kamushki
Alla, you recently joined your sister on Kamushki’s venture what role do you play in the company how has your creative direction and marketing background shaped Kamushki?
My role at Kamushki is a blend of my passions and professional journey, spanning creative direction, sales, and an in-depth understanding of consumer behavior. Having worked in several showrooms, I gained valuable insight into what drives customer interest and what makes a brand truly resonate. I’ve been able to channel those experiences into growing Kamushki and elevating its business strategy.
Creative direction has always been a core part of who I am. Kamushki gives me the freedom to bring my ideas to life, it’s my muse. I’m someone who’s constantly generating new concepts, and having Kamushki as a platform to experiment, create, and implement these ideas has been incredibly fulfilling. That freedom to explore and innovate is one of the most rewarding aspects of my work.
Photo provided by Kamushki
The fishbone motif is both striking and symbolic—can you share the story behind its significance and why it became a signature for Kamushki?
Our goal was to raise awareness about Libya, a country that is often overlooked in history and global narratives. We wanted to use our jewelry as a platform to share a piece of our culture and educate others. That’s why we carefully incorporated meaningful symbols into our designs. For example, the fish holds special significance in our culture—it’s commonly worn as jewelry or given as a charm to newborns to provide protection and good fortune. However, we didn’t want these symbols to feel traditional or outdated. Instead, we aimed to give them a contemporary, edgy twist—something modern and on-trend, yet deeply rooted in our cultural heritage. This balance allows us to bridge tradition and modernity, making our jewelry both meaningful and fashionable.
What does the creative process between the three of you look like—from concept to final piece? How do your individual strengths complement each other?
Mariam: At Kamushki, we all have our own unique roles, but ultimately, we’re a true team that co-creates and inspires one another. We spend a lot of time brainstorming together, exchanging inspirations, and discussing what the next big thing is going to be. It’s this collaborative energy that keeps us innovative and deeply connected to our vision.
Dania handles PR and Communications, ensuring our story is told authentically and effectively. Mariam takes charge of Design and Operations, bringing our ideas to life with her creative vision and organization. Alla manages Marketing and Sales, making sure our brand reaches the right audience and grows authentically.
Despite our distinct responsibilities, decision-making is always a collective effort. We trust each other’s perspectives, and the process has been incredibly smooth over the years. It’s this synergy, combined with our shared passion and continuous exchange of ideas, that makes Kamushki so special. We thrive on collaboration, and that’s what keeps us evolving and authentic.
From childhood travels to launching your own brand, what’s a defining moment that made you both realize jewelry was your calling?
Dania: Jewelry is something to be treasured and passed down, and that’s exactly what we envisioned when creating our pieces. We wanted to craft something timeless—something our clients could hold onto forever. Using gold and precious stones ensures that the value remains over time, but more than that, we want our clients to have pieces that tell a story. Our goal is for each piece to become a cherished heirloom, handed down through generations, carrying with it the history and emotion behind it, just like each of our designs.
In a world full of jewelry brands, what makes Kamushki stand out to you—and what do you hope wearers feel when they put on your pieces?
In a world full of jewelry brands, what makes Kamushki stand out is that our story telling and modernizing tradition and culture focusing on creating timeless pieces that have meaning. We want our jewelry to be something special—something that women can hold onto forever and pass down through generations. Using gold and precious stones keeps the value alive, but more than that, we want our wearers to feel confident, connected, and proud when they put on our pieces.
We also really look up to other brands and believe there’s space for everyone to be their authentic selves. Supporting each other in this community is so important to us—that’s what Kamushki is about. We want our clients to feel inspired to embrace their true selves, celebrate their roots, and wear their stories with pride. At the end of the day, we just want each piece to become a meaningful part of their journey.
Looking ahead, are there any cultural stories, materials, or collaborations you’re excited to explore in future collections?
Dania: Ultimately, we want Kamushki to evolve into more than just jewelry. Our vision is for it to become a platform where our clients feel inspired—an extension of their lifestyle and identity. We aim to create a community and a brand that resonates deeply with their daily lives, encouraging self-expression, creativity, and cultural pride. We’re excited for what’s to come and look forward to sharing more of these stories and collaborations in the near future.